Wei Cotton &Nbsp; Micro-Blog Sells Socks.

Unlike 3C, books, clothing and luxury goods, Lin Wei focuses on socks.

In less than a month, his online shopping line with socks was cut into 10 million yuan for Xu Xiaoping, the famous angel investor and founder of the real fund.

The sale of cotton is six months.

In April 2010, Lin Wei began to consider the business of starting an undertaking, and looked at the field of electric business.

"The first thing to think of is the basic needs of people," clothing, food and shelter ", the first is" clothes ", but the clothing is already the Red Sea. Later, after research, we found that the market of socks is large and the incision is small, which is suitable for the brand of electric business.

Lin Wei explains his way of thinking in this way.

He used to be an executive of Jinshan software [5.12 -2.10%] and later went abroad to study. Lin Wei's life experience abroad made him realize the difference between the socks with good quality and the 5 yuan stocking stockings.

These experiences affected Lin Wei's operation of cotton.

For example,

According to Lin Wei analysis, socks are fully in line with the characteristics of online shopping, such as high gross profit, high unit price, high repeat purchase rate, high fault tolerance rate and low replacement cost, and the standard is very strong, which makes pportation, design, production and sale cost relatively low.

The independent brand VCOTTON (Wei cotton) is located in fast fashion, and sells cotton socks and underwear at present. It may expand its category in the future.

Lin Wei said that the current cotton wool interest rate was relatively low, but it was above 30%.

"We are in the stage of creating brand, first of all, let users feel good quality socks."

According to the data provided by cotton, the average sales volume is 1000 per month, and the actual sales volume is far beyond Lin Wei's expectation. He plans to reach the 100 single day in three months.

In the absence of advertising, what is the secret of such a high sales volume? Lin Wei attributed it to the effect of micro-blog marketing.

In his view, the social network is a good platform for promoting the brand.

"You can interact directly with customers and understand their real ideas on micro-blog.

The essence of marketing is communication. Through micro-blog, products and knowledge can be pmitted, and communication can generate interest. "

According to Lin Wei, micro-blog's marketing is all done by themselves.

"Public relations companies can not fully understand us. They are very professional in communication, but they do not have our expertise in products, so now we are doing it ourselves, so that we can better serve customers."

Lin Wei said micro-blog is also a very good platform for word of mouth.

Many users will get the package and shoot it on micro-blog to show it.

Users spontaneously spread word of mouth, and the marketing cost is low and the effect is good.

Of course, marketing is just a means. Lin Wei emphasizes that the key lies in products, and brands must let products speak.

He also spent a lot of time on product quality. After many visits and communication, he decided to cooperate with second big socks manufacturers in January of this year.

In Lin Wei's view, the product itself is positioning and direction.

Xu Xiaoping, founder of the real fund,

After a friend recommended to understand cotton, Lin Wei and micro-blog on a private letter exchange, he also bought a real experience.

After only 20 minutes of communication, I decided to invest.

The cotton makes the socks so beautiful, like selling fruit candy, which is very innovative.

B2C is the investment field that I have been optimistic about very early. E-commerce is lifting the orogeny of the global economic value chain (interest chain and profit chain).

And the new peak of the final rise is bound to belong to the new generation of e-commerce entrepreneurs.

third eye

Founder Lv Bowang, founder of Consulting Ltd.

It is very promising to make socks and underpants vertical B2C. Now socks are bought one by one, but the unit price is not low.

And socks, underwear and so on, these products are very popular, and everyone can afford it.

If we want to do well in cotton production, we need to have a vision that we should make good products and consistently cultivate the market.